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Gap Plead For Normality

After a tumultuous few years, Gap reveal they’re ready for change, but are we…?

Source: GAP

After a rocky revival of the brand, Gap have been making multiple attempts to re-market the brand to appeal to consumers, but in an unexpected new campaign, it seems they’ve given up the fight and gone for conformity in a bid for popularity.

In their new, ‘Dress Normal’ campaign, Gap are urging people to embrace their own style and carve out their own fashion personality. Promoted by notable figures such as Luke Grimes, of ’50 Shades’ fame, Zosia Mamet and Elisabeth Moss, the campaign sees them casually modelling their Gap clothing in their homely environments. Seth Farbman, Gap global chief marketing officer, said of the new release; “Finding your own version of ‘dress normal’ is an art — my normal is different from your normal, and that’s the essence of the campaign.”

Source: Gap

A wholesome concept from a brand that was at one time the biggest brands for casual attire and fashionable basics. Not too glamorous, and certainly modest, is that enough to generate excitement for their weak reputation? Where did it all go wrong for Gap…?

We take a look back at some of their most classic looks for some inspiration of what the brand still have to offer.

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